Franchise Sales Lead Generation – What Are The Top Lead Sources?

Franchise Sales Lead Generation

Franchise Sales Lead Generation

If you’re viewing this article, franchise sales lead generation is probably on the top of your mind.  Without sales, you can’t grow your franchise.  And, without franchise sales lead generation, getting franchise sales is… hard.

You may not know this, but there are only a handful of lead sources that you can really look to when it comes to driving franchise sales.  The top franchise lead generation sources are:

  1. Franchise Broker  Networks – Ideally, you should have 2-4+ franchise broker networks that you are working with at any given point in time.  You should anticipate about 50% of your franchise fee to go to the franchise broker network.  So, if your franchise fee is $40,000 then expect $20,000 to go to the franchise broker network.
  2. Google Ads + Meta Ads – Most franchisors spend between about $2,000 – $10,000 / mo. on their Google Ads and Meta Ads.  Here, you should focus on industry terms (like “asian food franchise”) or competitor terms (like “panda express franchise”).
  3. Franchise Portals – Franchise portals used to be a better lead source than they are now.  Having said that, Franchise Direct and Biz Buy Sell can still be great places to get franchise leads.
  4. Google Organic – The more locations and customers that you have, the more people who will naturally go online, find your franchise website, and request information about your franchise opportunity.
  5. Franchise Trade Shows – Personally, I would avoid these.  They can be a giant waste of money and hard to consistently produce new quality franchisees out of.  But, they still exist and people still spend money on them.

It’s hard to have a conversation about franchise sales lead generation without missing the elephant in the room, which is FSOs or Franchise Sales Organizations.  A good FSO is going to cost you $5,000 – $20,000 / mo. + 40-50% of your franchise fee for non-broker network sales or ~30% of your franchise fee on broker network sales.

But, at the end of the day, you shouldn’t base your franchise business model on franchise fees in the first place.  One way or another, a huge chunk of that is going to get eaten up by sales commissions and marketing one way or another, even if you’re just running you own online ads and paying a staffed sales person.


Other Keys To Successful Franchise Sales Lead Generation

Franchise Sales Lead Generation is a vital component in the franchising business model that warrants a thorough strategy to ensure a continuous influx of potential franchisees. Generating leads involves a mix of both inbound and outbound marketing strategies tailored to attract and qualify individuals interested in owning a franchise.

Inbound marketing tactics, such as search engine optimization (SEO), content marketing, and social media engagement, serve to draw in leads by providing valuable content that answers potential franchisees’ questions and positions the franchise brand as an industry authority. Consistent blog posts, informative webinars, and engaging videos can significantly increase online visibility and attract quality leads.

Outbound marketing strategies involve more direct approaches such as attending franchise expos, cold calling, email campaigns, and direct mail. Outreaching directly to prospective franchisees requires a different approach; information has to be succinct, captivating, and relevant to entice interest and prompt action.

An effective franchise sales lead generation strategy also leans heavily on networking. Engaging with members of the business community through chamber of commerce meetings, industry panels, and franchises’ corporate events can lead to personal referrals, which often result in the highest conversion rates.

Developing and maintaining relationships with current franchisees can also yield new leads. Satisfied franchisees are likely to recommend the franchise to their own circles, adding a personal endorsement that can carry significant weight. These existing franchisees can become brand ambassadors if they advocate for the franchise based on their positive experiences.

In the age of digital media, social proof and reviews hold considerable sway over potential leads. Thus, managing an online reputation and enhancing positive feedback through review platforms and social media testimonials become paramount in appealing to new franchise buyers.

It’s also important in franchise lead generation to qualify leads effectively. This involves a thorough vetting process, evaluating a candidate’s financial capability, compatibility with the franchise’s culture, and their commitment to growing the business. Utilizing a Customer Relationship Management (CRM) system can aid in segmenting leads and managing follow-ups accordingly to ensure a structured and personalized approach in converting leads to sales.

In summary, generating leads for franchise sales is a multifaceted process incorporating various marketing strategies, networking, relationship-building, and leveraging digital media for brand reputation and proof. Each franchise must develop a tailored approach that resonates with its unique brand values and target audience to ensure not just a lead but the right lead is engaged and converted.


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We are a boutique franchise marketing agency via PPC (Google Ads + Meta Ads).